Shoe Label Axel Arigato Gains Traction; Ovadia & Sons Gets Sporty

March 19, 2015 6:58 PM

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Forget Friday. Swedish shoe label Axel Arigato wants to make Tuesday the most anticipated day of the week. That’s when the company debuts a new style on its website, which it’s done since launching last summer. The weekly releases allow founders Albin Johansson and Max Svärdh, both 28, to sidestep traditional seasonal collections.

Thanks to other tricks—forgoing wholesale accounts and selling directly to their customers (who Mr. Johansson refers to as “followers”—perhaps a nod to the label’s 117,000-strong audience on Instagram)—Axel Arigato can offer a luxury look at a wallet-friendly average price of $205. “It’s hard to fin...